invest in watches

Watch Investing 101: Can You Make Money Collecting Watches?

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by

Vishal Keshri
in

Let’s get one thing clear immediately: Watches are generally a terrible investment.

If you walk into a mall, buy a Tag Heuer or a Breitling, and try to sell it the next day, you will lose 30-50% of your money instantly. It’s like driving a new car off the lot.

However, there is a right way to play the game.

The goal for most collectors shouldn’t be to “get rich” or flip watches for profit. The goal should be to “collect for free”—buying smart, so that if you ever need to sell, you get back what you paid (or maybe a little more).

Here is the brutal truth about watch investing in 2025.

Rule 1: The “Big Three” (And Everyone Else)

In the world of value retention, there is a strict hierarchy.

Tier 1: Guaranteed Money (Usually)

  • Rolex: The only brand that is “cash on the wrist.” A steel Submariner or GMT-Master II can be sold anywhere in the world in 24 hours.
  • Patek Philippe: Specifically the Nautilus and Aquanaut sports models.
  • Audemars Piguet: Specifically the Royal Oak.

Tier 2: The “Safe” Bets

  • Omega Speedmaster Professional: You won’t make money buying it new at retail, but if you buy pre-owned, it holds value like a rock.
  • Cartier: Classic models like the Tank and Santos have surged in popularity and hold value well.

Tier 3: The Money Losers

  • Almost everything else. If you buy a Hublot, Panerai, or IWC at full retail price, accept that the money is gone. You are buying luxury, not an asset.

Rule 2: Steel Sports is King

If you want to protect your money, buy Stainless Steel Sports Watches.

  • Why? They are durable, daily drivers that appeal to the widest market.
  • The Paradox: A gold dress watch might cost ₹20 Lakhs at retail but resell for ₹10 Lakhs. A steel sport watch might cost ₹8 Lakhs and resell for ₹12 Lakhs. The market values utility and hype over precious metals.

Rule 3: Condition & “Full Set”

In the watch world, the box and papers are worth thousands of rupees.

  • Full Set: A watch with its original box, warranty card, and manual is worth 20-30% more than the “naked” watch alone.
  • Never throw the box away. Even if it takes up space in your closet, it is literally part of the asset’s value.

The “Hype Cycle” is Dead (And That’s Good)

In 2021-2022, you could buy almost anything and flip it for a profit. Crypto money was flowing, and prices were insane.

In 2025, that bubble has burst. Prices for hype watches (like the Patek Nautilus) are down 30% from their peak.

  • Bad news for flippers: You can’t make easy money anymore.
  • Good news for collectors: We are in a “Buyer’s Market.” You can finally buy investment-grade watches at fair prices without competing with speculators.

How to Start “Collecting for Free”

  1. Buy Pre-Owned: Let someone else take the depreciation hit. If you buy a 2-year-old Omega Seamaster for ₹3.5 Lakhs (retail is ₹5.5 Lakhs), you can likely sell it for ₹3.5 Lakhs in five years. You wore it for free.
  2. Buy the Icons: Stick to the classics. A Rolex Submariner, an Omega Moonwatch, a Cartier Tank. These designs haven’t changed in 50 years, and they never go out of style.
  3. Look for Neo-Vintage: Watches from the 1990s and early 2000s are currently undervalued. They are the next big thing.

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